A company might discover that the most profitable thing is to destroy the social fabric to make money. We call this "engagement". In practice, it's the most controversial opinions that generate clicks. The social media company realizes the controversial opinions generate the most clicks. Generating discord in the populace creates more click -- and therefore more profit.

If you work social media company, often you're going to make a literal shit ton of coin. Often, it's enough make you think twice before voicing opinions about the corporate gravy train.